16 June 15th–June 21st, 2023 phoenixnewtimes.com phoenix new Times | music | cafe | film | culTuRe | NighT+Day | feaTuRe | NeWs | OPiNiON | feeDBacK | cONTeNTs | “When I moved to Gilbert seven years ago, I found out how my assumptions were wrong,” he says. Claassen’s job puts him in a position to lobby potential downtown business owners. The fact that Millennials and young profes- sionals from Arcadia and Scottsdale who now live in the southeast Valley still crave the brands they grew up with should not be overlooked, he explains. A few years ago, Claassen showed John Dolan, who owns the restaurant group responsible for The Porch, around down- town. Dolan hadn’t been before and was impressed enough that he set up shop in 2021. “He wanted to experience it first hand. It almost sells itself,” Claassen says. “It was an easy discussion. John said, ‘I know I need to be here.’” The Heritage District, which attracts 1.5 million visitors a year, attracts a customer base from a 30-minute drive radius, Claassen says. The town promotes restaurateur testi- monials to business owners and joins other campaigns. That’s how a group of high school students used social media to lure Lolo’s Chicken and Waffles to downtown. All of this contributes to the momentum. “We know you need to have a daytime and nighttime economy to be successful and that nighttime economy is so impor- tant to younger people,” says Amanda Elliott, Gilbert’s redevelopment program manager. Creating the 2018 plan included seven years of public outreach to ensure commu- nity voices were adequately heard. “When you experience rapid growth, there is some trepidation,” Elliot says. The commitment to public safety was among the ways all sides came together to address concerns. Big neon energy Downtown Gilbert owes much of its look and feel to the huge neon sign that Liberty Market’s former co-owner Mae Ong designed in 1959, which still hangs today. Johnston grew up in the neon sign era and when he designed Joe’s Real BBQ, he wanted it to look as if it had been a barbecue restaurant since day one. He thought a neon sign like Liberty’s would do the trick. The town obliged. “We designed the first animated neon sign that had been done in the Valley in a decade or two,” Johnston says of what has become an equally iconic downtown marker. When Upward Projects brought in Postino and Joyride Taco House, Bailey encountered a rare level of government accommodation, she says. For example, they were met with fast turnaround with permits, encouragement for large patios, input on setbacks and ongoing conversations that revolved around what she and DeMarco needed rather than a list of restrictions. This led to Joyride’s eye-catching neon sign that boldly begs for attention. “No other city does this. That’s why it looks the way it does and feels the way it feels. The energy is right on the road,” Bailey says. Downtown Gilbert’s transformation into a nighttime destination was a combi- nation of government economic effort, restaurateurs willing to take a risk and a million-plus people excited to have some- thing in their backyard. Or closer to it. “There’s a huge population out here. We’re tired of driving to Scottsdale and Phoenix. So, to have a nexus where you can get that same sort of nightlife, it’s going to be a gathering point,” Johnston says. At 10:35 p.m. on that recent Saturday, it was far from last call. But it was past the 10 p.m. closing time at Clever Koi, which sits on the north end of the district. The dining room at this Asian-inspired restaurant was nearly empty. But in the bar area, guests at high-top tables ordered a fresh round and two bartenders were still serving small plates and craft cocktails. When a bartender asked a customer if she wanted a second drink, she declined, explaining she was ready to close out. The bartender responded, “Aw, but the party’s just getting started.” Georgann Yara Level 1 Arcade Bar is a popular meeting spot. Glow Up from p 15
